In January 2024, one of the most anxiety-inducing developments in the digital media landscape’s commercial history will begin in earnest: Google sunsetting third-party cookies in its Chrome web browser.
True, rival web browsers, such as Apple’s Safari and Mozilla’s Firefox, made this move years ago. However, Chrome’s global market share, 63%, according to Statcounter, makes Google’s subsequent move an undeniable market-making moment.
So, as Google’s Chrome team prepares to deactivate third-party cookies for a limited group of Chrome users (specifically 1% in the first quarter of 2024, beginning in January), media buyers seek reassurance with WPP’s GroupM taking the opportunity to announce a tie-up with the online giant.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.